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Survey: CFOs expect increased marketing spend in '04

Published on .

Durham, N.C., and Florham Park, N.J.--CFOs responding to the year-end “CFO Outlook Survey,” conducted by Financial Executives International and Duke University’s Fuqua School of Business, indicated a positive outlook on advertising and marketing spending in 2004. Nearly 60% of respondents said they expected marketing spending at their company to increase in 2004 compared with 2003. About 71% of CFOs in the mining/construction industries expected marketing spending to increase at their companies in the coming year. Similarly, CFOs in other industries also expected to spend more on marketing and advertising in 2004: manufacturing (64.2%), technology/software/biotech (72.7%), banking/finance/insurance (59.0%).
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